NewStore's flagship event had been running for years, and it had stopped working. Registrations looked healthy, but nearly half the audience didn't show up or left early, and the ones who stayed had drifted well beyond NewStore's core ICP.

For 2026, NewStore didn't want a refresh. They wanted a rebuild, new positioning, new identity, and a format that could hold a senior retail audience from arrival to close.

Their goal?

• Cut the historic attrition rate

• Prioritise senior, ICP-aligned decision-makers over volume

• Reposition NewStore as the platform behind the next era of store experience

• Strengthen existing customer relationships

What we did

We rebuilt the guest list first. We identified senior decision-makers across retail, ecommerce and store operations, ran tone-matched outreach, and manually reviewed every registration.

Then we rebuilt the day. Guests arrived at The Century Club for a welcome from NewStore CEO Mike DeSimone, then hit the streets with £100 each to spend at AllSaints, Axel Arigato or Kurt Geiger, shopping as a customer would, noticing where the technology quietly did the work. Over lunch, moderated table discussions turned those store visits into insight sharp enough to become a published industry report, Behind the Storefront. The afternoon closed with a series of panels from retail leaders including Boots, River Island, Represent, Dr. Martens, Stripe and more, and a keynote from behavioural scientist Richard Shotton.

The results

How we did it

• Identified and validated senior, ICP-aligned prospects

• Ran tone-matched outreach, adjusting channel and message in real time

• Manually reviewed every registration to protect the room's balance

• Designed a live, experiential format which kept attendees engaged for the whole day

• Turned guest insight into a published industry report

Why it worked

✔ Every guest was vetted for fit, not just invited, the room matched the ICP, not just the target headcount  

✔ The format proved NewStore's point instead of pitching it, turning attendees into the case study  

✔ Outreach and event were built as one system, so pipeline was already moving before the doors opened

Feedback

"I am so impressed by the work Street did on this. I've been in the retail tech space for 10+ years and have never seen metrics like this for events. Bravo!"

Kate Milne, B2B Marketing Strategist, NewStore

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